How Kedleston Country House won hearts and bookings on Four In A Bed

Kedleston Country House is a picturesque family-run Georgian property in the Derbyshire countryside, and a customer of SiteMinder’s all-in-one solution for small accommodation providers, Little Hotelier. The business’ owners, Helen Stephenson and Sally Castle, appeared on the Channel 4 hit show Four in a Bed in April 2022, winning their group. 

“For us, it was about survival. We never thought for a minute we’d win”

Taking part in Four In A Bed, where hotels compete to offer the best value for money, was a pivotal moment for the hotel, as Helen Stephenson, who owns and runs the property with her sister Sally Castle, explains: “Our bookings shot up by about 92% after the show went out. Even now, three years later, people still book here because of our appearance”

Prior to participating in Four in a Bed it was a very different story for Kedleston Country House. Purchased just before the UK went into lockdown in 2020, the property was initially envisioned as a wedding venue, this being Helen and Sally’s background. But, facing two years of near-standstill operations, the sisters pivoted and expanded their offering to survive during a period when large-scale events were effectively impossible.

Stephenson and Castle identified Four In A Bed as a critical opportunity. Stephenson recalls: “Because of COVID our business plan went completely out the window. We had to open up different elements of the property, including using the bedrooms as a bed and breakfast and the restaurant for bookings. Four In A Bed was about survival for us, we never thought for one minute we’d win.”

“We walked away with so much new information and knowledge, winning was a bonus”

From the beginning, the pair saw their participation in Four In A Bed as about more than driving bookings. The experience forced them to refine their offering to compete, and gave them valuable insights on what areas of their business were resonating with their guests, as well as what aspects needed more focus. 

“We went into the show to learn, not blowing our own trumpets. We walked away with so much new information and knowledge, winning was a bonus. Being on the show compelled us to ensure everything was set up correctly. We wanted bedroom bookings, so it was about having different add-ons and upselling options available for guests to choose from, whether that’s breakfast or a bottle of prosecco in the bedrooms. Those extra touches in the room make a big difference,” adds Stephenson.

“It’s vital to create an experience that’s consistent and authentic throughout.”

One of the most important takeaways for the sisters was the importance of staying true to their brand, with the unique character of Kedleston Country House proving a significant strength. 

Stephenson elaborates: “We’re in a Georgian house, so the brand naturally fell into place with the décor, the menus, and the overall atmosphere guided by the location, the surroundings, and the history of the property. It’s vital to create an experience that’s consistent and authentic throughout, from our social media and website to the bedrooms, décor and menu in the restaurant.”

While the surge in bookings immediately after Four In A Bed can in large part be attributed to the property’s stellar TV performance on the show and the concurrent end of lockdown, success has been maintained by embracing effective marketing and distribution strategies.

“Social media is our biggest marketing platform. We have about 6,500 followers on Instagram and 9,600 on Facebook, and a newsletter for our database where we send updates and offers, which has proven an effective source of bookings,” comments Stephenson.

“My team are not just staff, we’re a family. We pride ourselves on that.”

While Four in a Bed was a win for Kedleston Country House, Stephenson is clear on the challenges this entailed: “The cameras are always on, and it’s not just about your property, it’s about how you come across personally. You’re expected to react to everything, there are many behind the scenes pressures and you’re constantly juggling filming with running the business. It can be exhausting and emotionally draining”

To emerge successful from the show, teamwork, communication and reliable systems were vital. she says: “We couldn’t be everywhere at once, and so had to trust our team to keep the day-to-day running smoothly. We made sure all the systems were in place so the staff knew exactly what to do for those long days when we were tied up with the crew.”

This commitment to efficiency has stayed with the Kedleston team since Four In A Bed. While their appearance on national television drove bookings, Stephenson and Castle know that managing and maintaining demand is an ongoing necessity. 

“Before we went on the show, it was essential to make sure all our online presence was up-to-date, with fresh new images and the correct information, and ensuring everything was ready to sell, both online and physically. Having a good website and a channel manager takes all that stress away. When we first bought the hotel, we were just using a book for telephone bookings, but now it manages itself,” remarks Stephenson.

Reflecting on her team’s journey from the dark days of lockdown to television fame and subsequent sustained success, she is resolute in her commitment to keeping the property’s charming essence: ”We always get feedback about being welcomed and the family atmosphere, that we create a warm and inviting environment for our guests. And my team are not just my staff, we’re a family. We pride ourselves on that.” 

This article was contributed by Siteminder